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Getting Street Smart
Kotak Securities' new ad for ‘India’s best broker’
  • Tagline Start Now
  • Agency Cartwheel Creative Consultancy
  • Campaign duration Four weeks
  • Length of TVC 47 seconds
  • Languages English, Hindi, Gujarati, Kannada, Malayalam, Tamil, Telugu, Bengali, Marathi
  • Channels Business and general news channels


A man tries impressing his boss with his knowledge of the stock market as his colleague looks on hesitantly. He does not know how to pitch in — until he sees a billboard for ‘India’s best broker’ and signs up with Kotak Securities. A survey by the stockbroking company showed that after the initial discussions with a broker, 74% investors take over a month to actually open a broking account. It is these hesitant investors whom the campaign addresses. Jaimit Doshi, head of marketing, Kotak Securities, says, “In our last campaign, we pitched ourselves as the leaders in providing the appropriate knowledge and technology to our customers. The current campaign humanises the idea a little more.”

D Ramakrishna, CEO, Cartwheel Creative Consultancy, which handled the creative end of the campaign, says, “We have used the simple device of a potential investor eavesdropping on discussions about stocks, till he decides he too should be a part of it. We have created the ad film in the mould of the 1975 Bollywood film Chhoti Si Baat, where the underdog Amol Palekar finally pips his ‘rival’, Asrani.” Along with an online microsite, the campaign will also have a longer presence in smaller towns with OOH, hoardings and research events. What remains to be seen is if investors will put their money where Kotak’s mouth is.

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